The northern United Kingdom city of York has voted against renewing Uber’s license in the city. The city council rejected Uber’s application for renewal because of concerns about the data breach that affected 57 million users worldwide and widespread complaints about the service.

“The truth is that there is a high cost to a bad reputation,” he wrote. “It really matters what people think of us, especially in a global business like ours.”

The data breach has become the icing on a cake of bad publicity for Uber, as stories of Uber’s workplace environment and its treatment of employees preceded the breach. Then, the breach itself was compounded by a significant delay in announcing and an attempt to cover up the breach.

This case highlights the many types of costs resulting from a data breach. Beyond the initial clean-up cost, there are longer-term costs like:

Impact to brand value and reputation

Impact to customer trust and satisfaction

Loss of customers; a Gemalto study of over 10,000 people worldwide, Data Breaches and Customer Loyalty, found that if a company suffered a data breach, 70% of consumers would stop doing business with it.

Regulatory decisions that impact ability to do business, such as the ability for Uber to do business in the UK.

Organizations should be taking steps to prevent data breaches and responding properly in the event of a breach:

Marianna Noll is a Maryland-based writer with an interest in the impact that technology has on organizations and users. She writes about software, user adoption and engagement with software, and IT security.

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